The Daily Front Row Berlin

The Daily Front Row Berlin

TRAVELING
through
This week Diana Vreeland is back in vogue with the launch of a book and documentary, The Eye Has To Travel about her divine
life in fashion. The Daily asked author and filmmaker, Lisa Immordino Vreeland about her mission to keep her grandmotherin-law’s memory alive. BY EDDIE ROCHE
How did you come up with the idea
for the book?
I kept noticing that the two great books
that already existed out there were ones
she did herself, D.V., her autobiography,
and Allure. I felt that she needed to be
redefined for a new generation. It was
such a treat to be able to go through 26
years of Bazaar and nine years of Vogue,
and all of the shows at the Costume
Institute. I couldn’t quite understand
why no one had done it and thought
she needed to be understood by the
next generation. I worked in fashion
for part of my career and I didn’t quite
get her myself. I didn’t get what her
contributions were. The only Vreeland
that I knew was the Mrs. Vreeland that
you saw in photographs, and everything
was exaggerated with a lot of makeup. I discovered her through the process of the
book and the movie.
You’re married to her grandson. Did you ever get to meet her?
I never did. We have a little bit of a clandestine relationship.
What’s it like living with the last name of a public figure that you’ve never met?
I still cherish my own name, Immordino. When I worked in fashion I made sure I was
never called Mrs. Vreeland because there is only one Mrs. Vreeland. For most of
my marriage, people just knew she was somebody in fashion, but that’s changed in
recent years.
What is your background in fashion?
I have done everything from PR to marketing to design, and owning my own
company. I started at Ralph Lauren and was an assistant to the vice president,
and then opened their PR department in Italy. Then I just worked on freelance
projects for many years.
Where did you start the book?
We were living in Paris at the time and I went to the Vogue offices and sat
in someone’s office there and went through her nine years of Vogue in the
60’s when Vogue just totally came alive. I took my time going through all of
those archives and then I started going through everything else. There was
something lucky that happened, I found these tapes that were made between
George Plimpton and Diana when he was editing her autobiography. I found
them coupled with these transcripts and I was getting to know her through
listening to her voice over and over again. I was totally immersed in her
world. It was quite nice to be working on a book and a film. They
complimented each other. There is a cross over between the
images of the book and the film and there is, of course a lot of
cross over in the text with her one-liners.
How do you describe Diana Vreeland to a generation that
doesn’t know who she is?
Commonly she had been known as the Empress of Fashion.
She was about inspiration, she was the fashion editor
at Harper’s Bazaar for 26 years, from 1936-1962 and
from 1963-1971 she was the editor of Vogue. She took
a magazine that had the name of Vogue but didn’t
really stand for Vogue in a sense. It had been more of
a society magazine, and she took this magazine and
what was going on in the sixties where life was changing. She was already in her
own 60s at that point. She understood what was going on and how to react to those
changes. She understood that the sixties signified the jet plane, the pill, the Beatles,
Mick Jagger, and shorter skirts. She also understood that it was international and
about the world. She had this wonderful vision that one world was everyone’s world.
She gave life to a magazine that didn’t really have any life and she gave it a soul.
How do you think she changed fashion?
She invented the fashion editor! At that time the whole concept of fashion editing
didn’t exist. [Richard] Avedon says it the best: We just had society ladies that were
filling in these spots. But she was very much a traditional society lady in a sense,
but she went in there and it became her life. So the term “fashion editor” really only
started with her. If you look at what she did with the “Why Don’t You” section and if
you think of these messages that she was giving you, she wasn’t just talking about
clothes. She was talking about life.
How would you describe her sense of humor?
She was hilarious. When you see the film you will be able to understand it because
she is never still on camera. She always has a sense of rhythm, which is something
that she talked about quite often. She always said that when she really learned to
live was when she learned to dance. Dancing was a really important part of her life.
But when you see her talk she has a rhythm. Her eyes are rolling, and her mouth is
making all these funny expressions. But she was deadpan funny. Things just kind
of rolled off her shoulders. She had some real issues that happened in her life. Her
mother called her ‘ugly little monster’ at a very young age, and from that moment
on she felt she had to transform herself. She certainly had something special inside
of her.
Didn’t she discover Oscar de la Renta?
I am not sure she made him; she played a very pivotal role in a lot of people’s lives
including Manolo Blahnik, Diane von Furstenberg, and Carolina Herrera. I think that
Manolo is a very good example, and he talks about this publicly. He had come to the
United States and he was doing sets at the time and showed Mrs. Vreeland
his drawings and she said, ‘My boy you must do extremities!’ And that
is exactly what he started to do, he just started designing shoes.
People said that she was a horror to work for because she felt that
she worked so hard so that everyone else around her should work
as hard. She had no sense of what holidays were. Her assistants
would cry at night and then come back the next day wanting more
the next morning because she gave people so much inspiration.
Was she a party girl?
She was a party girl in different ways. It’s funny because I was talking
to someone today and they said they used to always see her at Studio
54. She went a couple of times but I don’t think she went that
much. Her husband died in 1965 and she didn’t die until
1989 so there were a lot of years that she was by
herself. She was never with another man. She
was very traditional with some things but very wild
with her vision. She liked her drinks. She used to
drink whisky, and she loved vodka. She was just
very social.
Would she be a good EIC today?
Totally! She would be good at anything she did. I
don’t know about the business side, but people are
smart enough to know you have business people
there to support that talent. She was so beyond her
time. People who were half her age were not half as
cool as she was.
G E T T Y I M AG E S ; l isa & B oo k co u rtesy